Strengthening customer relationship management and improving customer loyalty is the best way for enterprises to gain profits and increase their competitive advantage. So how to strengthen the management of customer relationship? What are the strategies? Let's get to know it together!
Firstly, the background of strengthening customer relationship management and improving customer loyalty is discussed. In the information age, computer, mobile phone and other communication tools and network technology have changed the traditional trading mode and circulation mode of e-commerce market, directly completing transactions through third-party platforms and reducing intermediate procedures. E-commerce initiated the activity of shopping anytime and anywhere, and broke the curse of time and space in the market. In the process of continuous innovation, it has changed consumers' cognition of shopping and also changed consumers' shopping methods.
The development of e-commerce is the general trend. Such changes once made the e-commerce market think that in order to consolidate the position of enterprises and strengthen their core strength, it is necessary to continuously acquire new customers in order to succeed. However, with the continuous participation of competitors, e-commerce must realize that besides quantity, you should pay more attention to quality. In addition, it should be noted that the biggest difference between e-commerce and traditional market lies in the convenience of e-commerce. There are countless products on the e-commerce platform. You don't need to go to several shopping malls and understand the cost performance in summer, just click the mouse. Therefore, in order to gain core competitiveness, e-commerce enterprises should pay attention to strengthening customer relationship management and improving customer loyalty.
Second, the necessity and strategy of strengthening customer relationship management (A) the value of strengthening customer relationship management
1, reducing the cost of expanding the market. If e-commerce wants to achieve good results in the highly competitive market, it needs to maintain a good relationship with the original market and open up new markets at the same time in order to make new progress. Basic marketing expenses and advertising expenses, the cost of entering new markets and the salary of new employees will all increase.
Cost expenditure. Strengthening customer relationship management and maintaining a good and harmonious relationship between enterprises and customers can not only save advertising expenses, but also bring business opportunities to enterprises through oral publicity of old customers, thus directly reducing the cost of expanding the market.
2. It reduces the development time of commodities. Like? Do early-maturing apples sell well? Similarly, the products launched first have the most business opportunities. E-commerce will launch the most popular products according to different seasons and different consumer groups. This kind of products usually go through four stages: design, simulation, research and development, and sales. Each stage needs a certain amount of time to ensure a harmonious relationship with customers and a full understanding of customer needs. According to customer demand, the time of product development can be reduced.
3. Reduce transaction costs. Strengthen customer relationship management, e-commerce platform and customers will naturally form a cooperative relationship, and the two sides will build trust. Enterprises will spend much less money, energy and time than new customers.
(B) Customer relationship management strategy
1, establish pre-sales customer relationship management.
Sort out customer information, such as name, age, occupation, interests, etc. And judge the customer's consumption choice and ability according to the information. One of the advantages of e-commerce is that if data is entered into a database, it can be permanently saved and shared with others. Pay attention to updating customer files in time and fully grasp the latest information of customers.
The ultimate goal of sorting out customer files is to induce new consumption. According to the customer's information, market development should be targeted. For example, if the customer bought a gift on Mother's Day from 20 10 to 201,then before Mother's Day on 20 12, the enterprise can send an email to recommend a suitable gift for the customer. When the customer receives the mail, if he has already bought it, he will not feel disgusted. If he doesn't have time to choose a gift, the company can seize the opportunity to recommend products.
2. Establish after-sales customer relationship management methods.
Perfect after-sales service is a good magic weapon to retain customers. After the product is sold, the enterprise can track the service and pay a return visit every once in a while. Combined with the actual situation of enterprise production and operation, they can formulate targeted business strategies and divide the services they provide into paid services and free services.
Third, the necessity and strategy of improving customer loyalty (A) the necessity of improving customer loyalty
Only by improving customer loyalty can we change customers' views on the insecurity of e-commerce platforms. Shopping on the e-commerce platform has advantages and disadvantages for consumers. When shopping on the e-commerce platform, consumers use computers to conduct transactions, and the purchase risk and payment risk are within the consideration of consumers. Only by improving customer loyalty can we reassure consumers that they are shopping in a fair and just environment and promote product sales.
(B) strategies to improve customer loyalty
1, establish a data database.
Use data management to cultivate customers' loyalty, make statistics on customers' purchasing behavior and consumption psychology in daily work, and then analyze their own sales and service strategies. Using simple data collection methods, you don't need to spend too much financial resources, and you can get customers' love with meticulous work attitude.
2. Try online experiential marketing.
Enterprises build experience halls and virtual service environments on their own platforms. When customers enter a new store for the first time, they will be suspicious. In order to dispel their worries, we need to create a cultural atmosphere in addition to the rich catalogue on the Internet, so that customers can find what they want and have the desire to shop.
3. Ensure product quality
The quality of products will directly affect the loyalty of customers. When buying products, we all hope that the pictures on the platform are the same as the actual products, and there can be no deviation in color and model. A small mistake will affect customer loyalty. High-quality products are the foundation of the success of e-commerce, which can help customers simplify their purchase decisions and affect customer loyalty. Customer loyalty is also related to whether the delivery is timely. Therefore, enterprises should ensure the consistency, quality and timeliness of the goods they provide.
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